Facebook brand fan pages and their impact on online branding and marketing strategy

Detalhes bibliográficos
Autor(a) principal: Stevens, Estée
Data de Publicação: 2012
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/9621
Resumo: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
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spelling Facebook brand fan pages and their impact on online branding and marketing strategyFacebookBrandingMarketingCustomer relationship managementA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThis study aims to explain the impact of Facebook online branding and marketing strategy in a practical manner, in form of an influence model, as to provide commercial users of Facebook with a clear, simple strategic framework for branding and marketing purposes. By surveying young students (N=206)1, whom are digital natives, a fair estimate of internal drivers and motivators to join and use Facebook brand fan pages can be established. By cross-checking the findings in a qualitative study concerning e-marketing tools for commercial purposes2, critical success drivers can be established allowing a more strategic and value-creating use of this medium.NSBE - UNLSoeiro, Filipe CastroRUNStevens, Estée2013-05-14T15:28:02Z2012-062012-06-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/9621enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:42:52Zoai:run.unl.pt:10362/9621Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:18:56.570111Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Facebook brand fan pages and their impact on online branding and marketing strategy
title Facebook brand fan pages and their impact on online branding and marketing strategy
spellingShingle Facebook brand fan pages and their impact on online branding and marketing strategy
Stevens, Estée
Facebook
Branding
Marketing
Customer relationship management
title_short Facebook brand fan pages and their impact on online branding and marketing strategy
title_full Facebook brand fan pages and their impact on online branding and marketing strategy
title_fullStr Facebook brand fan pages and their impact on online branding and marketing strategy
title_full_unstemmed Facebook brand fan pages and their impact on online branding and marketing strategy
title_sort Facebook brand fan pages and their impact on online branding and marketing strategy
author Stevens, Estée
author_facet Stevens, Estée
author_role author
dc.contributor.none.fl_str_mv Soeiro, Filipe Castro
RUN
dc.contributor.author.fl_str_mv Stevens, Estée
dc.subject.por.fl_str_mv Facebook
Branding
Marketing
Customer relationship management
topic Facebook
Branding
Marketing
Customer relationship management
description A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
publishDate 2012
dc.date.none.fl_str_mv 2012-06
2012-06-01T00:00:00Z
2013-05-14T15:28:02Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/9621
url http://hdl.handle.net/10362/9621
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv NSBE - UNL
publisher.none.fl_str_mv NSBE - UNL
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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